Huh, it’s all starting to make a little more sense now… 🤣
Good morning,
ICYMI Google’s March spam update is done rolling out but that doesn't mean the search engine is finished with making tweaks to search.
The tech giant is now testing out their AI-powered Search Generative Experience to a small group of U.S. users so there could still be some disruptions in SERPs for organic rankings.
Although the official rollout date for SGE is still unknown, it’s expected to happen later this year.
Here’s what you’ll find in today’s DTC:
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We’re seeing more and more brands utilize this strategy on Instagram which we like to call the ‘keep ‘em guessing’ pre-launch strategy.
While it’s tempting to tell customers immediately about your new product and all the details, sometimes withholding information can work in your favor especially when posting on social media.
Here are examples from two brands that used this tactic in creative ways.
1️⃣ Pixelate Your New Product
A popular trend is announcing a product drop but pixelating the visual and inviting followers to guess what it could be.
This is a great way to get fans to comment and in NAADAM’s case, they use this technique to promote a collaboration (our guess is Snoopy 👀) and urge their customers to turn on their notifications so they don’t miss out.
You can easily create this effect using the Pixelate app within Canva.
2️⃣ The Marked-Up Email Screenshot
For the skincare brand Cocokind, as part of their new retailer launch teaser, they shared this email on their Instagram page.
The post is simply a screenshot of an email that makes it clear they are launching in a physical retailer but scribbles over the name in black which leaves customers to fill in the blanks and drives engagement through comments and shares.
The takeaway?
Not only does this teaser strategy create mystery and is easy to put together, but it’s a great way to build hype. Try it and let us know how it goes!
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Did you know adding music to your creative can result in higher conversions and lower cost per purchase on average?
The Pilothouse Meta team shares that if you are debating about whether you should add music to your creative work, the answer is yes!
For apparel brand Bearbottom Clothing, they split tested creatives between these two variables: video ads with no music, video ads with licensed music or Sound Collection music.
The results?
Here’s how to pick the perfect tune for your ad:
These recommendations can work for static ads as well. It stops users from scrolling, increases engagement, and strengthens ad recall. Hyundai saw a 7.9% lift in ad recall with music static overlays.
Music matters, so test this out in your next batch of ad creatives!
If you find yourself mindlessly scrolling through your phone all the time, at least scroll with intention.
Being chronically online also means you’re bound to see emerging trends on social so put on your market research hat while you’re at it so you’ll feel a tad more productive 😉
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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